Meals on Wheels America delivers more than a million meals a day to seniors across the country, with volunteers stopping by to drop off food, chat and check in. But its volunteers are getting older too; the group says more than three-fourths are over 55, and their average age is 62.
To recruit the next generation of volunteers, Meals on Wheels America partnered with Ad Council on a series of sweet spots focusing in on a few seniors. The videos, part of a pro-bono integrated campaign from Anomaly, don't try to guilt-trip people into sharing their time. Instead they're a celebration of the seniors and their lives, and they remind potential volunteers of how enriching it can be to get to know someone with more experience in life. A couple married for 76 years holds hands as they talk about falling in love; a blind man plays his accordion and talks about defying expectations.
The national awareness campaign was shot by photographer and director Mark Seliger, who has photographed celebrities from Kurt Cobain to President Obama. We Are Social is tapping influencers to talk about the campaign, including actors Richard Gere and Fred Savage, TV host Padma Lakshmi, basketball legend Bill Walton and YouTube creator Meghan Camarena. Music streaming service Pandora is promoting the effort with a new visual ad experience for mobile devices. Upworthy is sharing seniors' stories, and photojournalists from photo agency VII Photo are donating their time to document the seniors over the next few months.